Cornwell, T. Bettina
Humphreys, Michael S.
Maguire, Angela M.
Weeks, Clinton S.
Tellegen, Cassandra L.
2011-02-16T19:59:50Z
2011-02-16T19:59:50Z
2006-12
Journal of Consumer Research, Inc., Vol. 33, December 2006, pp. 312-321
http://hdl.handle.net/1794/10976
10 p.
Corporate sponsorship of events contributes significantly to marketing aims, including
brand awareness as measured by recall and recognition of sponsor-event
pairings. Unfortunately, resultant advantages accrue disproportionately to brands
having a natural or congruent fit with the available sponsorship properties. In three
cued-recall experiments, the effect of articulation of sponsorship fit on memory for
sponsor-event pairings is examined. While congruent sponsors have a natural
memory advantage, results demonstrate that memory improvements via articulation
are possible for incongruent sponsor-event pairings. These improvements
are, however, affected by the presence of competitor brands and the way in which
memory is accessed.
University of Queensland Business School RSF grant 2000101079, Australian Research Council grant DP0342656
en_US
Journal of Consumer Research, Inc.
Corporate sponsorship
Branding (Marketing)
Brand name products
Sponsorship-Linked Marketing: The Role of Articulation in Memory
Article